New Zealand underwear brand Lonely Lingerie is well-known for its dedication to inclusivity and diverse photographic campaigns, and their new images are no different.
The images, shot by Harry Were, have received an overwhelmingly positive response to the brand's appreciative view of ageing.
Co-founder and designer of the label Helene Morris said that she wanted the campaign to raise awareness and positivity for women's bodies as they age.
Mercy Brewer for Lonely Lingerie AW17. Source: Harry Were / Lonely Lingerie.
"The beauty and fashion industries are so obsessed with youth, but the reality is we are all ageing, and there are so many wonderful things about growing older. So often the primary message around age is intervention, which is a frustrating response to such a natural, inevitable process."
The beauty and fashion industries are so obsessed with youth, but the reality is we are all ageing, and there are so many wonderful things about growing older.
Mercy Brewer for Lonely Lingerie AW17. Source: Harry Were / Lonely Lingerie.
In a statement given to SBS, the model said, "Ageing is a fact of life, and can be more of a challenge for women than it is for men because it has been woven out of our ideas of beauty. Personally I have a love/hate relationship with it. Eyesight, joints, skin elasticity....all on the slide!
"On the up side it can bring a quiet confidence unknown in youth, and what use is beauty without the confidence to recognise it in yourself?"
Brewer also told i-D she hopes that her presence in the campaign represents "recognition that older women can kick ass when the opportunity arises," and advises brands to disregard stereotypes: "If someone looks good in your gear, shine a light on them."
Mercy Brewer for Lonely Lingerie AW17. Source: Harry Were / Lonely Lingerie.
Forget stereotypes, if someone looks good in your gear, shine a light on them.
Lonely Lingerie is known for their consistent celebration of women's bodies of all shapes, colours and sizes, as well as their refusal to Photoshop their campaign imagery.
Most recently, the brand received praise for their shoot with Girls stars Lena Dunham and Jemima Kirke, which aimed to promote body positivity.
The stark lack of diversity in the fashion world is an ongoing issue, and a 56-year-old model is virtually unheard of in the world of lingerie modelling. The vast majority of lingerie campaigns exclusively feature commercial models with sculpted abs, so unedited images of regular women of different ages, ethnicities, sizes, sexualities and gender identities is a deeply refreshing and necessary statement.
Morris has previously said, "At Lonely, we feel that it is important to challenge what we see in our media with a more authentic reflection of beauty and hope to grow people's visual vocabulary.
On the up side it can bring a quiet confidence unknown in youth, and what use is beauty without the confidence to recognise it in yourself?
"We wanted to show women that there is another way to build and sustain a company; strengthening and supporting our manufacturers' businesses and lives, producing imagery that gives our daughters confidence, not insecurities."
Mercy Brewer for Lonely Lingerie AW17. Source: Harry Were / Lonely Lingerie.
